The ServiceMaster Company | Company Profile, Marketing Contacts, Media Spend, Brands
ServiceMaster Company, headquartered in Memphis, TN, is a national service company serving both residential and commercial customers. Its services include lawn care and landscape maintenance, pest control, home warranty and home inspection services, disaster restoration and furniture repair.
|Main Telephone||(901) 597-1400|
The ServiceMaster Company ContactsContacts (5/12)
|Dan M.||Technology Officer||TN|
Sample of Associated Brands
|Marvin D.||Chief Marketing & Strategy Officer||TN|
|Nikhil V.||Chief Executive Officer||TN|
|Peter T.||Senior Vice President, Corporate Communications||TN|
|Mary Kay R.||Senior Vice President, Service & Operations||TN|
|American Home Shield||*|
|The ServiceMaster Company||*******|
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Score 72 - Account in Jeopardy: ServiceMaster names CMO as marketing investments increase
Subject: TV, digital, online
Company: The ServiceMaster Company, based in Memphis, TN, is a franchise network of residential and commercial service providers. Its brands include American Home Shield, AmeriSpec, Furniture Medic, Merry Maids and Terminix.
Update (8/8): Named Marvin Davis as chief marketing and strategy officer. In this role, Davis will lead company strategy, including competitive intelligence, insights, analytics, marketing, pricing and business development. According to the company, he will also play a "key role" in leveraging ServSmart, which combines technology with ServiceMaster's network of trusted professionals.
Sellers - keep in mind that the company has been growing its mobile and digital capabilities this year, so there should be plenty of revenue in these channels moving forward.
Experience: Most recently, Davis served as CMO Edelman Financial Services. He has also served as CMO for Lifelock and Comcast Cable.
Read more about ServiceMaster's marketing plans below. Note that Davis' hire raises the company's score from 56 to 72, placing it in "Account in Jeopardy" territory.
Below was originally published 6/8:
Opportunity: During the Q1 earnings call, ServiceMaster CEO Rob Gillette said that the company is investing more in marketing through 2016. He mentioned that last year, the company moved some marketing from Q4 into Q1 in order to avoid the holiday season mail clutter. While ServiceMaster is still analyzing the effectiveness of this strategy, he did say the company “may” accelerate some of Q1 2017′s spend to Q4 2016. He also pointed out that a greater percentage of spend will be devoted to digital and online marketing. The company will also continue broadcast ads to enhance the effectiveness of these digital and mail efforts.
Specifically, Terminix is focusing marketing efforts on responsible education about eliminating mosquito breeding sites. Online sales for the brand have grown in the past year, so ServiceMaster may spend more to continue spurring these efforts on. Part of strategy moving forward is to translate e-business and digital marketing learnings from the American Home Shield Brand to Terminix. Therefore, sellers should be looking for increased digital and direct dollars around these two brands, as well as some broadcast dollars. Keep in mind that Gillette stated that exact spend levels for Q3 and Q4 are still undecided, so those who can reach the company’s target demo in effective ways should be able to grab some of this revenue.
Agency readers, ServiceMaster’s CMO, Philipp von Holtzendorff- Fehling, left the company in March. We aren’t sure who replaced him yet, but we will keep you updated. New CMOs are the biggest indicator that changes are coming, so be sure you are reaching out in order to be top-of-mind should a review happen.
National TV Spend: So far this year, Terminix has spent $5.2 million on national TV ads. 2016′s four spots began airing in Mid-March on channels such as CNN, Weather Channel and Game Show Network. See chart for 2016 show targeting. Note that this is a 79.3% increase from the same period 2015 ($2.9 million).
For full 2015, Terminix spent $5.4 million on national TV ads, which were all deployed from March to August. Therefore, sellers should be looking to pick up last minute Q2 and Q3 increased broadcast dollars.
Digital Breakdown: According to Moat, Terminix has run 75 display ads on 556 publishers so far this year (<1% mobile). Top ad destinations include: thisoldhouse.com, lioden.com, wect.com, dogchannel.com and fanfiction.net (20% placed site direct versus programmatically). Terminix has also run two video ads this year. For the same period 2015, Terminix ran 20 display ads on 731 publishers (<1% mobile; 15% site direct).
For full year 2015, 55 display ads were run on 1,400 publishers (<1% mobile; 16% site direct). Since 2014, Terminix’s highest display presence has been in Q2, but seller should note that Q3/Q4 also received a large amount of display buys. It is really only Q1 when Terminix withholds display buys. Therefore, be sure you are reaching out for possible dollars for the remainder of the year, as well as getting ahead of planning for next year.
860 Ridge Lake Blvd.
Memphis, TN 38120
Chief Marketing & Strategy Officer
Chief Marketing Officer – Terminix
Director, Commercial Marketing